RICH THAU

Senior Advisor – Research

RICH THAU

Senior Advisor – Research

Rich loves reading Tolstoy “because he gets inside people’s heads.” Which is exactly what he does testing and refining messages for clients.

As Senior Advisor for Research at ROKK, all Rich really has to do is make sure every client’s messaging works every time. A daunting task for many, but not for Rich. He’s curious, thoughtful and energetic—and he delivers every time.

WHY RICH BELONGS IN THE ROOM

01

He has the pulse of the public.

Rich’s on-the-spot dial test analysis, probing interview questions and knowledge of behavioral science help him find out what target audiences are thinking, what persuades them—and what doesn’t.

02

He’s a true research rock star.

For 20 years, Rich has conducted groundbreaking research in public policy, financial communications, sales presentations and infomercials. His clients range from the U.S. Chamber of Commerce and Business Roundtable to CNN and NBC. He is also the creator of the Swing Voter Project in partnership with Axios, where he conducts monthly focus groups with “Trump-Biden” voters.

03

He’s helped win some big fights.

Rich has advised leaders in Congress and their staffs, presidential campaigns and corporate executives on how to improve their messaging; his recommendations have shaped the national debates over clean energy, Social Security, Medicare, tax reform, and a host of other issues.

04

Rich is a member of the Qualitative Research Consultants Association and sits on the advisory board for the ClearPath Foundation. Prior to co-founding the Generation X think tank Third Millennium in the 1990s, he was a senior editor at MagazineWeek, the trade magazine for the magazine industry.

GOOD TO KNOW

Rich is a 1987 Phi Beta Kappa graduate of Haverford College, where he received a B.A. in History (with honors). Raised in Roslyn, NY, he lives in suburban Philadelphia with his wife, Nicole Tell, Esq. and their son, Ezra.

FUN FACT

Rich’s wife calls him the “fig whisperer” because Rich tends to the fig tree in their garden that came from a cutting of his grandfather’s tree. He regularly gives away cuttings to neighbors, as well as to friends all over the U.S. From Long Island to Lincoln and beyond, you’ll find his tree.

NEWS ABOUT RICH